Europe produces 60% of the globe’s wine and holds 60% of the worldwide wine export value. However, shifting climates along with political and practical realities are exerting pressure on this sector.
On Friday, the European Commission suggested actions aimed at supporting Europe’s wine industry amidst various difficulties that have been stressing this sector.
In a statement, the Commission announced proposed significant alterations to the European Union’s wine regulatory structure.
The EU suggestions involve marketing wines with reduced alcohol levels.
The Commission mentioned they were planning to implement “focused initiatives” aimed at assisting the industry adjust to “changing consumer preferences and opening up fresh market possibilities.”
Europe produces 60% of the world’s wine and also contributes 60% to the global value of wine exports.
“The EU wine policy has proven effective in safeguarding quality and advancing European wines; however, the industry faces pressures from shifting demographics, evolving drinking habits, climatic difficulties, and uncertain markets,” according to the Commission.
With an increasing number of young Europeans opting for healthier lifestyles and consuming less alcohol, the European Union is also aiming to encourage the production and promotion of wines with decreased alcohol levels.
The EU aims to increase travel to Europe’s wineries.
One of the measures includes enhancing tourism to European vineyards, along with providing support to this sector as it faces challenges posed by climate change.
Member countries would additionally have the ability to implement actions aimed at avoiding excess production and assisting in stabilizing the market.
“The implementation of these measures will also support the continued vibrancy of numerous rural regions reliant on employment within the wine sector, as well as uphold the societal importance of the EU’s wine industry,” stated the Commission release.
Trump’s tariff warnings prompt alterations
The announcement of these plans comes at a time when wine makers are facing the prospect of a potential US-EU trade conflict, exacerbated by President Donald Trump’s warnings of imposing 200% duties on European beverages, including alcohol, if the EU moves forward with taxing American whiskey imports.
The planned 50% tariff on whiskey from the EU, set to begin on April 1, was introduced as a reaction to the U.S. administration’s intentions to impose taxes on European steel and aluminum exports.
Edited by: Roshni Majumdar
Author: Kieran Burke (alongside AFP, DPA)
